“Shop Direct has a clear and ambitious vision, and data and personalisation are central to that. The company is pushing the boundaries when it comes to offering the most relevant customer experiences – and I can’t wait to start playing my part in helping us become a world class digital retailer,” he said.

He’s spent 8 years at global management consulting firm, McKinsey & Company in Israel and London, using data to develop growth strategies and transform customer experiencers for retailers.

He takes up the position previously held by Dene Jones, who left earlier this year.

“Our rich customer data is the core of our business. It’s not just helping us create one of the world’s most personalised shopping experiences; it helps our people make better commercial decisions. Assi will help us take our data science and analytics to the next level, and give customers the unique experiences we know they love,” added Alex Baldock, CEO at Shop Direct.

Gol will report to new group strategy and customer director, Sasha Berson, who joins the company at the same time. Berson was previously EMEA chief marketing officer and vice president of Groupon.